B‑to‑B Marketers Turning to Social Media

Participants at the Chicago-​based B‑to‑B Marketing in the New World conference will doubtless be discussing the findings of BtoBOnline's latest survey of b‑to‑b marketers. In the two years since the last survey, the number of b‑to‑b marketers who use social media has skyrocketed from 15% to 57%.  The survey also reveals that another 18% of b‑to‑b marketers will increase their use of blogs in the next twelve months.1206290_count_on_us

Of those businesses who currently use social media, here's how they are directing their efforts:

  • LinkedIn 81%
  • Twitter 70%
  • Facebook 60%

Businesses are investing in social media with the following goals in mind:

  • Brand building 51%
  • Demand generation 30%

And they are concerned about tracking the effectiveness of their spending as follows:

  • Social networks 44%
  • Viral video 39%
  • Blogs 50%
  • Mobile 83%

Check out the reader comments on Booker's article. It's interesting to note that while social media use continues to increase, some writers believe the trend has not spread to all industries.

[Source: Booker, Ellis. Social media use soars among b‑to‑b marketers, BtoBOnline, 7.20.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.